Landrover Freelander

The launch of competitive products had led to a drop in sales in the UK, Italy and Spain. The objectives were to maintain an image differentiation whilst widening the Freelander's appeal.
  

iconic advertising for an iconic brand

Brand Name: Freelander Client Name: LandroverCategory for this Entry: AutomotiveAgency Name: Rainey Kelly Campbell Roalfe/Y&R

Summary

The Freelander case demonstrates that advertising was key to increasing sales during a period of intense competition by appealing to a younger, contemporary, styleconscious audience without compromising the brand's authenticity. The consumer insight, in fact, was to use authenticity to create a sense of enduring, rather than transient, fashionability for the brand. By using a mixture of wit, warmth and irreverence to lighten...

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